Google’s pretty useful. It is difficult to imagine the internet without its all-pervasive presence.

But trying to overly appeal to its search algorithm is an ugly way to craft your first story.

Indeed, if one of the ultimate truth tests of your primary message is to respond to “what do you do?”, then attempting to seed your answer with what appeals to Google is a doomed strategy.

This is because our brains are wired for story, and we delight in understanding such expressions – as short as our first one must be.

Sure, part of the first statement read on your website might include your ‘what’, which may be a keyword.

But, just as importantly, you’re also providing a ‘why’ for a potential customer. And this is not necessarily a term the world’s largest search engine is on the hunt for.

The other danger in chasing keywords for your H1 statement, is such a story will look and sound inauthentic.

You’re better off telling your true story, succinctly and poetically, and appeal to real people’s sensibilities.

Then you can use other parts of your copy to appeal to Google’s process.